Deputy Head of Communications

Buckinghamshire Healthcare NHS Trust has launched a new 10-year strategy focused on reducing health inequalities and supporting healthier, more independent lives. Delivering this ambition depends on strong communications and engagement that connect colleagues, partners, patients and local communities, while responding to financial pressures and a diverse workforce.

Underpinned by four behaviours - working in teams, listening, embracing difference and empowering people - the Communications and Engagement team plays a key role in ensuring colleagues feel valued, informed and engaged.

This role supports the Associate Director of Communications and Engagement to lead and develop the team, delivering high-quality internal, external, digital and stakeholder communications aligned to the Trust's strategy and Buckinghamshire system priorities. It leads on media relations, issues management and campaign delivery, advising senior leaders on reputational risk and opportunity.

The post includes line management responsibilities, forward planning and coordination of communications activity, and evaluation to demonstrate impact and value.

Job description

Strategic Communications and Planning

Lead on the communications planning process for the Trust, owning and continuously improving the forward planning grid and channel planner for all channels and services, including:

Internal communications: providing information to staff and engaging with them through a variety of means, building staff knowledge, confidence and connection to the Trusts strategy and values.

External public communications: seeking out compelling stories and using appropriate channels to share positive news about the Trust.

External stakeholder communications: ensuring partners are informed, briefed regularly and supportive of the Trusts strategic direction.

Digital communications: ensuring channels are exploited for engagement as well as broadcast, and that the Trust is using appropriate platforms including social media, the BHT app, the CAKE intranet and BHT Buzz.

Provide expert communications guidance at internal and external meetings, deputising for the Associate Director of Communications and Engagement where required.

Support the Associate Director in implementing key elements of the Trusts overarching Communications and Engagement Strategy, including support for embedding the four key behaviours: working in teams, listening to patients and colleagues, embracing difference, and empowering people.

Influence, negotiate and advise colleagues at all levels on communication, media, crisis handling, marketing and engagement matters in accordance with best practice.

Lead on effective communications reporting and evaluation, advising the team on best practice for demonstrating the value and impact of campaigns and activities.

Profile Raising and Reputation Management

Provide expert professional communications advice to senior leaders across the Trust, including on contentious matters where expert opinions may differ, often reacting to unforeseen events.

Regularly horizon scan internally and externally, identifying potential risks and opportunities relevant to the Trusts profile or reputation at an early stage, ensuring the Trust can respond or capitalise in a timely fashion.

Ensure reputational issues are escalated appropriately and that risks are identified, logged and managed.

Proactively manage relationships, both internal and external, ensuring appropriate and timely engagement with stakeholders.

Work with the team to provide an effective proactive and reactive media relations service, promoting the best interests of the Trust and minimising potential reputational damage.

Establish effective links with Trust directorates to ensure managers and clinical staff are informed, engaged with the Trusts priorities and supported with expert communications advice.

Provide expert briefing, reputational management and crisis handling advice to senior staff.

During major incidents and crises, execute internal and external communications plans to ensure key stakeholders are informed and reputational risks are minimised.

Work collaboratively with communications and engagement teams across the Buckinghamshire place partnership, ICS and NHS England, supporting system-wide communications on transformational change.

Campaigns

Lead on the design and delivery of innovative and creative communications and marketing plans to support key Trust campaigns, for example recruitment, transformation projects and public health initiatives.

Support the development and maintenance of the Trusts brand, including visual identity and house style, advising and guiding colleagues in correct use of templates and guidelines.

Working with internal colleagues and external agencies where necessary, develop appropriate materials, information and marketing collateral which reflect the Trusts brand, vision and values.

Lead on communications activity for designated areas of Trust business, acting as a trusted communications advisor and the go-to person for internal and external communications advice.

Team Management and Development

Lead the communications team, including appraisals, personal development planning, coaching, mentoring and discipline.

Effectively manage the performance and projects delivered by direct reports to ensure a consistent and excellent level of work at all times.

Talent manage and grow individuals within the team, ensuring continuous development in line with national, technological and organisational changes.

Understand individual development needs and provide personal development plans that support their needs and contribute to the departments business and skills requirements.

Maintain and enhance own personal and professional skills and competences, contributing to own performance appraisals and development plan.

Keep abreast of professional, technological and digital best practice that could enhance the role or team.

Deputise for the Associate Director of Communications and Engagement at internal and external meetings and events as required.

Financial Responsibilities

Identify suppliers and negotiate, manage and evaluate contracts with external contractors providing communication or engagement services not available in-house (e.g. video, specialist design, printing services), in line with procurement policy.

Support other departments on briefing suppliers for specific projects.

Ensure that use of resources represents value for money and is properly accounted for at all times.

Manage contracts or agreements with suppliers of communications or engagement activity or products.

Information Management

Ensure that patient confidentiality is protected at all times and the provisions of the Data Protection Act 2018 are adhered to.

Demonstrate knowledge and understanding of equality of opportunity, diversity and inclusion, taking into account how individual actions contribute to the equality agenda.

Act in a way that is compliant with standing financial instructions and governance, constantly striving for value for money and greater efficiency.

Person specification

Education & Qualifications

Essential

• A postgraduate marketing/strategic communications degree, professional qualification or equivalent experience of working within a senior marketing or strategic communications lead role to master's level

Desirable

• Evidence of continuous professional development relevant to the role

Experience

Essential

• A successful track record of providing high-level professional communications advice on complex or sensitive issues (including crisis communications) at a senior level
• Extensive experience using written, digital and verbal skills to present information in a variety of formats and styles for different audiences, to meet agreed communications objectives
• Track record of leading high-profile communications projects successfully and delivering outcomes in a challenging and demanding environment
• Experience of dealing with the media including handling media enquiries, crisis communications, briefing executive team members and gaining positive media coverage

Desirable

• Experience of leading and developing marketing campaigns to build reputation and communicate with key stakeholders, which achieved measurable outcomes
• Experience of identifying and mapping stakeholder groups, individuals and opinion formers, and building and maintaining relationships

About the employer

Why colleagues think we are "a great place to work!"

What does Buckinghamshire Healthcare NHS Trust offer you?

As part of our BHT family, you'll benefit from learning and development opportunities to support your career progression.

Alongside NHS benefits of generous annual leave entitlement and pension scheme, you'll have access to NHS discount schemes.

We provide a range of health and wellbeing services to promote a healthy, happy workforce.

What do we stand for?

Our aim to help the residents of Buckinghamshire to lead healthier, more independent lives.

We are working hard to increase diversity at all levels within the trust. We believe a diverse workforce can have a positive effect on both staff wellbeing and patient outcomes.

We welcome applications from black, Asian and minority ethnic candidates, LGBTQ+ candidates, candidates with disabilities and care-experienced candidates.

We are proud to achieve the Gold award for the Armed Forces Covenant and support applications from the Armed Forces Community. Please contact Pam.Daley@nhs.net (our Armed Forces Covenant Lead) if you would like guidance or assistance with your application.

We make employment decisions by matching our service needs with the skills and experience of candidates, regardless of age, disability, gender, gender identity, marriage and civil partnership, pregnancy and maternity, race, religion or belief, or sexual orientation.